ford S-Max

Ogilvy & Mather Advertising’s new campaign for the Ford S-Max is called “Details”. The ad is directed by one of the world’s hottest new directors, Noah Harris. The music is by Si Begg and is called “Bottled”. 

The commercial utilises state-of-the-art digital projection techniques to adorn the sexy curves of the newly designed S-max with dynamic images of high-adrenalin sporting action. It’s a highly technical affair that requires a huge amount of research and development to pull off.

The first phase required the sourcing and shooting of a variety of activities including micro-lights, racing bikes and and a custom built wave-machine, all choreographed to fit the appropriate section of the car. Much like a logo on a football pitch, the projected images are completely warped and out of proportion unless the camera is in the exact correct position to read them, so many hours were then painstakingly spent manipulating the images with 3D previsualizations to perfectly fit the sculptural forms of the car.

The final phase of production was to physically project these manipulated images in realtime upon the car and film the performance.

Following the success of our work on the Ford Ka ‘Go Find It’ campaign last year, we were approached by the Director to coordinate the opening sequence. Artem built a bespoke wave simulator housing a metric ton of water and we sourced and styled a surfboard to give the shot an authentic edge. A hand and foot model was called in and given a surf lesson to further ensure that the sequence was convincing to the most discerning viewer.

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Ford S-MAX